Growth & CRM · ANALYTICS
Lift CRM revenue with RFM × LTV tiers
+28%
A broadcast EDM treats a first-time buyer and a top-decile repeat customer as the same person. This engagement scores both axes — recency-frequency-monetary and predicted lifetime value — and gives each tier its own cadence, offer depth and channel.
The process
Rebuild the customer table
Transactions consolidated across storefront, marketplace and POS into one customer record, with returns and cancellations netted out before any scoring happens.
Score RFM and LTV separately
RFM ranks present behaviour; a predicted LTV model ranks future value. A recent small buyer and a lapsed high-value one land in different tiers, as they should.
Cut only the tiers you can serve
Tier count set by how many distinct journeys your team can write and maintain — typically five or six, not twenty.
Sync tiers into the CRM
Tier membership refreshed into your email or CRM platform as a live audience, with cadence, offer depth and channel differing by tier.
Measure revenue per recipient
Success is revenue per recipient and unsubscribe rate read per tier, against the pre-tier baseline — not total send volume.
What we need from you
- Two years of transaction history with customer identifiers
- Access to your email or CRM platform
- Current campaign calendar and offer rules
What you get
- Customer table with RFM and predicted LTV scores
- Tier definitions with cadence and offer policy per tier
- Live tiered journeys with a revenue-per-recipient baseline
Timeline
Four to six weeks, depending on how clean the transaction history is.